Facebook now is the largest recipient of display advertising in the U.S. market. But Google’s display business is growing faster than anticipated, and will surpass Facebook’s next year, according to a new forecast by eMarketer.
That will come as a surprise to many who had thought it would be much harder for Google to catch up.
Net U.S. display advertising revenues at Google reached $1.71 billion in 2011, just below the $1.73 billion Facebook earned the same year. In 2012, display revenue growth at both companies will be nearly identical.
That is a huge change in market dynamics. Google is expected to surpass Facebook in 2013.
The overall US display advertising market, which includes spending on online video, sponsorships, rich media and banner advertisements, grew 25.2 percent to $12.4 billion in 2011, eMarketer estimates, and will increase to $15.39 billion in 2012.
Both companies are pulling away from other contenders in the display category, as well.
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